Fire and ice (and dragons) bring not just record numbers of viewers to HBO's hit television series 'Game of Thrones,' they also propelled Iceland to claim its place as the fastest growing country brand in Brand Finance's Nation Brands 2017 ranking.
Yes, thanks to 'Game of Thrones,' Iceland's brand value ranking flew skywards to a record 83% over last year — faster than any other country in the world. Plus, as the Nordic country's landscape has served as the locale of some of the TV series' most dramatic scenes, it's expected to continue "unrivalled growth in the near future” as tourism hits record numbers.
This year's study shows a "gradual shift of the global centre of gravity from West to East" according to David Haigh, CEO of Brand Finance plc. The top five country rankings are: